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Posts by Kelsey Sullivan

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Blog Advertising
Christmas in July: The critical window for creating a hit UK Christmas ad
July 7, 2025
For UK brands, Christmas isn’t just another campaign. It’s the campaign. And while consumers don’t see these festive masterpieces until November, marketers know the real action happens months ...
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Blog
4 ways to ensure data quality in market research today
July 2, 2025
Data quality is the most important piece of good market research. After all, if you can’t ensure the quality of your data, how can you confidently use it to make business decisions? There are many ...
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Blog Advertising
The reality of using celebrities in advertising today
June 25, 2025
If asked, I’m sure we could all rattle off several ads that include celebrities we love and remember from many Super Bowls or simply over the years. But what impact does the inclusion of celebrities ...
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Blog Advertising
What CMOs can expect from Cannes Lions 2025
June 4, 2025
Every June, the global marketing and advertising world descends on the French Riviera for Cannes Lions for a week of creativity, big ideas and even bigger conversations. And while the backdrop may be ...
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Blog
TURF Analysis: Reach more people with less effort
May 29, 2025
Ever feel like you're juggling too many products, channels or messages and still not reaching enough people? You’re not alone. Whether you’re launching a new product or planning a campaign, you want ...
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Blog
Writing effective research briefs: A step-by-step guide for insights professionals
May 14, 2025
In the ever-evolving world of consumer insights, clarity and direction are crucial for successful research. “As a general rule, a market research study is only as good as the brief.” [[— B2B ...
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Blog Advertising
Why you can’t afford to skip digital ad copy testing
May 2, 2025
The digital world moves fast, and there’s no shortage of metrics available to judge the performance of your digital ads. It can be tempting to think it’s not important to copy test your digital ads — ...
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Blog Marketing
Reading customers’ minds, the data-driven way
April 29, 2025
Understanding what drives customers to make purchasing decisions has never been more important, or more possible. Thanks to digital transformation, businesses now have access to more behavioral data ...
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Blog Innovation
Prebiotic & probiotic perceptions: Consumers’ take on these trending beverages in 2025
April 9, 2025
Prebiotic and probiotic beverages have become a booming trend this year, with many new brands and flavors popping up seemingly everywhere. But what do consumers really think about these bubbly ...
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More to explore

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The State of Creative Effectiveness
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CPG Mega-Trends: 2026 edition
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The Connected Insights Imperative

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